CONNECTING WITH FEMALE CONSUMERS LEADING UP TO VALENTINE’S DAY
Marketers want to get the most out of this holiday by leveraging the many opportunities that the ‘season of love’ can offer. Fortunately, Valentine’s Day is more than just a one-time event on February 14th. Building marketing communications campaigns around holidays (major holidays, like Valentine’s Day, and also the plethora of marketing holidays, like National Strawberry Day on February 27th) and seasons often serves as a foundation for the consumer marketing programs Green Purse PR creates. Each major holiday can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities or reasons to celebrate.
How many ‘mini events’ (or buying opportunities) can you think of for the Valentine’s season?
Turns out, there are several, depending on your product category and who you’re targeting.
Home decorating - Many Americans decorate for Valentine’s Day a couple weeks before the holiday. Those decorations might include a front door wreath, a front door welcome mat, and kitchen decor (like a heart-shaped candy dish, towels, etc.)
Kids play room decorations - For households with children, they are likely to put more effort and money into decorating for this holiday. Children are likely to make cards for family and school friends, make holiday art & craft projects, etc.
Gift shopping - As soon as the New Year’s holiday is over, retailers go straight into Valentine’s Day merchandising. Retailers are a go-to source for Valentine’s decorations, candy, food snacks, flowers, gifts and toys.
School parties - For families with children in school, they are likely to have a Valentine’s Day school party. This may require buying small gifts for the entire class, or bringing a food item for a party. Many parents will also buy a teacher’s gift to show their love and appreciation.
Neighborhood events - Some American neighborhoods and communities may have holiday events, like a crafting workshop for kids where they can enjoy food & drink treats + making Valentine’s Day cards.
Valentine’s Day - the main days for giving gifts for Valentine’s Day, which are often for significant others (wives, husbands, partners, girlfriends, boyfriends, etc.) Don’t forget, gifting also extends beyond the significant other sometimes, to include children, friends and coworkers. Traditional gifts on this day include: flowers (a dozen red roses,) jewelry, chocolates (and other candy,) cards and lingerie. While some people shop for their Valentine’s Day gifts well ahead of time, there are plenty who also wait until the last minute to buy gifts.
Valentine’s merchandising at Parker & Otis in Durham, North Carolina, 2021
Valentine’s merchandising at Whole Foods Market, 2022
How is your brand or retailer connecting with natural consumers during the ‘season of love?’ Let me know by commenting below.
- Lisa Mabe, Founder & CEO, Green Purse PR